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There are inconsistent research findings in relation to the antecedents of green consumer behaviour (GCB). This is well documented in the traditional attitude-behaviour relationship, which is partly due to the exclusion of affective factors in its predictive model. Yet, an inclusive understanding of the antecedents of GCB is critical for effective green marketing communications. This study integrates both affective factor (e.g., emotion) and cognitive factor (e.g., knowledge) to better understand the antecedents of GCB. Data were obtained from 381 Malaysian respondents in major cities, and were analyzed using principal component analysis and structural equation modeling. The key findings of the study suggest consumers’ emotional affinity towards nature and environmental values have a strong direct positive influence on GCB, while the direct impact of knowledge is insignificant. These findings are consistent across genders. Thus, the use of moral and emotional appeal in green communications (e.g., advertising, packaging) appears to induce GCB.

Integrating environmental values and emotion in green marketing communications inducing sustainable consumer behaviour